Fiat to Show Italian Vehicles, Culture at New York Gallery

Reviews of the Fiat 500 have been mixed, and it's too early to tell about sales.

Fiat Brand North America will open on 21 April the Fiat Gallery at 18 Wooster, a lounge in the Soho district of New York City. Visitors can experience the Fiat brand during the 11 days coinciding with the 2011 New York International Auto Show.

Fiat Gallery at 18 Wooster will open to the public at 8:30 p.m. April 21, and then daily from 10 a.m. to 10 p.m., except on Sundays when it will close at 8 p.m., through May 1.

Fiat Studio is the marketing name the Fiat brand has given to its U.S. dealerships, which begs the question why the Gallery isn’t called a studio?

The 4,500-square-foot gallery is said to combine design and interactive elements of a Fiat Studio with an art gallery and an intimate Italian lounge and cafe.

While artwork will adorn the walls, the real selling piece of this gallery will be the 2012 Fiat 500 Cabrio, the convertible version of the Fiat 500 that will be unveiled this Thursday at the New York International Auto show. Also on display and for sale will be Fiat 500 Lounge and Sport models, and a vintage Fiat 500.

The 2012 Fiat 500, which went on sale in March, marks the return of the Fiat brand to the United States after a 28-year absence. Visitors will be able to test drive one of three Fiat 500 models on the “ take no prisoners” streets of New York City.

For more information on events to be held at the Fiat Gallery at 18 Wooster, see the calendar of events at

About Ken Zino

Ken Zino is an auto industry veteran with global experience in print, broadcast and electronic media. He has auto testing, marketing, public relations and communications expertise garnered while working in Asia, Europe and the U.S.
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